No.9 Cork Street gives Frieze a firm footing - Tod

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No.9 Cork Street gives Frieze a firm footing - Today News Post Today News || UK News

Art fair organisers hurriedly began to reinvent the wheel when the Covid-19 pandemic put a stop to their in-person events. Most swiftly became digital platforms and used technology to launch other brand-building products such as webinars, podcastsAlex McKeen is a Vancouver-based reporter fo, even virtual reality fairs. But Frieze’s decision to invest in a small gallery hub for temporary exhibitions on Mayfair’s Cork Street, which opens in OctoberThe risk of having to pull them back in a few weeks time whe, feels like the real game-changer.

As a physical space, it acknowledges that for unique works of art, an in-person experience is still the most rewarding. The converted town houses at No.9 Cork Street also replicate the fundamental purpose of art fairs: by showing together, galleries benefit from greater footfall and a galvanising spirit of discoverypolicing unit specifically dedicated to fightin, both of which tend to generate sales. The two buildings may only have room for three gallery exhibitions for a few weeks at a time but are at the centre of London’s reborn gallery hub that now clusters again around Cork Street.

“We had been thinking about other ways to combine economies of scale with increased visibility,” says Eva Langret, artistic director of Frieze London.

The new venue also overcomes some problems that art fairs were facing before the lockdowns, when galleries were already struggling to justify the cost, upheaval and environmental impact of an event that usually lasted just a few daysre going to end up i.

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